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Today in the Digital Lexicon No.3: The Conversion Rate
(conversion rate)

A trainer is walking through a crowded gym promoting her abs/legs class, which is scheduled to start in a few minutes. But of the 150 people present, none wants to join in. So the trainer’s conversion rate can still be expanded.

In the digital world, it’s not so much the fitness instructors, it’s ads and colorful pictures that are supposed to create some motivation. Conversion rate (CR) can be translated as conversation rate or perhaps more clearly as conversion rate. What is meant by this is the ratio of people you could motivate to do something to those you could not. What might you want to motivate them to do? This is not an exhaustive list, but the following list should give a few examples:

  • Internet users who are shown an advertisement => Internet users who then also click on this advertisement

  • Visitors of own website => Visitors who enter their e-mail address in the newsletter system

  • Online store visitors who view goods online => Online store visitors who complete a purchase

The CR describes very impressively how well the own advertisements / newsletter systems / online stores work. If the CR is too low, there are many ways to improve it. However, there is no one-size-fits-all recipe for success. However, we can certainly give a few helpful tips:

Improve CR of an advertisement

Conversion rate also includes a good click through rate. If no one clicks on your ad, this can have many reasons. Fortunately, the most common errors are also the easiest to fix. There is little space for the text of an advertisement, so every word has to fit. In addition to an apt description, it is also imperative to have something that attracts attention: “Only for a short time” would be a rather hackneyed example, but may still work well for certain products or target groups. At the end, it is advisable to include a so-called call-to-action – a request for action such as “Secure offer now”. The image of the ad should also catch the eye, of course.

Improve CR of website visitors

Now you have directed potential customers to your site via expensive advertising, but no one gives your contact details, for example for the newsletter or the whitepaper? Question No. 1: Have you addressed the right target group? If people feel misled by the ad or the content of the page does not meet their expectations, there is obviously no interest in signing up for more information. The costs for the advertising click have been burned unused. It is therefore very important when configuring the ad to be precise in both the description and the target audience segmentation and not to be too general.

Improve CR of the online store

Especially when running a store, it is immensely important to keep the sales process as short and simple as possible. Here it is worth taking a look at already successful online companies. For example, “one-click” purchasing is enjoying great success. But even if several steps are required for online purchase, no more data than necessary should be requested. Because every unnecessary query is another hurdle in the buying process – that could lead to bounces (abandoned purchases). Regular monitoring of which pages are losing customers is therefore indispensable.

Of course, it also helps to have a professional look at your own online store, website or advertisements. The ad pepper team is ready to help and advise you and can certainly improve your conversion rate. Because we have many more hot tips for you: Try it out – we look forward to your call!

You can also find out more about this in our glossary:
https://adpepper.com/ueber-ad-pepper-media/glossar/